Stakeholders’ Perception on Quality of Digital Marketing Strategies Adopted by Private Schools in Bengaluru Urban District

Abstract

The rapid growth of digital technology has transformed the way private schools communicate with parents and students and promote their educational services. This study examines the quality of digital marketing strategies adopted by selected CBSE private schools in Bengaluru Urban District from the perspectives of parents and students. A descriptive research design was adopted, covering 36 selected CBSE schools through proportionate sampling. The study collected usable responses from 459 parents and 475 students studying in Classes IX to XII. A structured questionnaire comprising 26 variables was used to assess seven dimensions of digital marketing quality, namely website and digital platform quality, content quality and attractiveness, information quality and credibility, communication quality, relationship building and retention, targeting and engagement effectiveness, and presentation quality. Mean, standard deviation, independent t-test and one-way ANOVA were employed for analysis. The findings indicate a generally favourable perception of digital marketing quality, with overall mean scores of 3.51 among parents and 3.62 among students. Parents rated communication quality highest, while students rated targeting and engagement effectiveness highest. Significant differences were observed across several socio-economic and digital platform usage characteristics. The study highlights the need for schools to strengthen website functionality, content quality, communication, targeting, engagement and presentation to make digital marketing more effective and stakeholder-oriented.